DESIGN PORTFOLIO
Here's a design portfolio of the UX Design work Pete Ficht has done over the last 20 years. It's broken up into 5 sections: Laird Superfood (2020-2021), Thetus (2014-16), PCD Group (2009-14), Freelance (2009), and Site9 (2003-08). Does not include consulting work from GurUX Bend (2016-2022).
View/download Pete’s design resume.
LAIRD SUPERFOOD - Sisters, Oregon
UX/UI Designer, 2020 - 2021
I was the primary UX & UI designer for the Laird Superfood eCommerce website. I did extensive competitive and best practices research and oversaw our user testing. I created requirements documentation, high-fidelity wireframes and prototypes for many pages on the site, including a successful major site design overhaul of eCommerce site, which resulted in many positive outcomes, including reducing cart abandonment rate by 47%. I worked closely with other designers and developers. I was proud to be part of the eCommerce team when Laird Superfood went public.
Click to enlarge
LAIRD SUPERFOOD HOME PAGE
Role: UX Designer
Laird Superfood’s Home page didn’t reflect the quality of the company or its products. It had been maintained and updated by a number of people and lacked focus and consistency. Through competitive review and implementation of UX best practices, I brought the page into line with the company’s vision and reputation for high quality products. Highlights were the implementation of widgets to buy products directly from the Home page and a prominent call-out to view and quickly access the many categories of products. This design work resulted in a marked growth in sales.
Click to enlarge
LAIRD SUPERFOOD PRODUCT PAGE
Role: UX Designer
The product detail page was also in serious need of help. Although it was set up for responsive design, it performed poorly. Through detailed user testing, I was able to identify the biggest roadblocks the users were encountering. A new layout brought forward information that had been difficult to find, as well as creating a versatile template that made the page feel contemporary and trustworthy.
Click to enlarge
LAIRD SUPERFOOD MEGA MENU
Role: UX Designer
The mega menu was performing poorly and best practices research told me that it was best to have all top-level categories exposed in the main navigation, rather than a Shop by product or diet approach. I made these changes, as well as expanding it to the customary full-width. This helped orient users to the types of products we offered and testing analytics confirmed that users more quickly found the products they were looking for and were less likely to abandon the site.